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'30 Rock' Doesn't Exist Anymore; It's the Comcast Building Now

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Last June, the Landmarks Preservation Commission approved a move that would swap out the signage atop 30 Rockefeller Plaza—better known simply as "30 Rock," home to NBC and its iconic TV shows as well as a tourist-friendly observation deck. The GE sign, which has crowned the 1933-built landmark for the last 27 years, is no more. Comcast completed its acquisition of NBC Universal in 2013, and it wants the world to know. Today Comcast unveiled "granite pier naming stones" at the building's entryways. But more importantly for the city skyline, the new rooftop signs will light up tonight. They say "Comcast," of course, and include the colorful NBC peacock logo for the first time.

The company picked July 1 because on that date in 1941, a press release says, the building housed "the first commercial television broadcast with WNBC (then WNBT) offering a lineup that included a Brooklyn Dodgers vs. Philadelphia Phillies baseball game and Lowell Thomas reporting the news from Studio 3H."

30 Rockefeller Plaza is officially now the "Comcast Building."

Posted by NBCUniversal on Wednesday, July 1, 2015

The new signs are made of "custom energy-efficient LED lights that mimic the exposed neon look of previous 30 Rock rooftop signs." The address remains 30 Rockefeller Plaza, but the powers that be are undoubtedly trying to make "Comcast Building" roll off office workers' and visitors' tongues as easily as "30 Rock." It might take some time.
· Bid Farewell to 30 Rock's GE Sign; 'Comcast' Will Top the Tower [Curbed]
· All 30 Rock coverage [Curbed]